I had a powerful sense of déjà vu yesterday as I read this weekend’s Financial Times. As the news section described the world economy’s recent nose-dive and entry into Phase Five of the early twenty-first century’s Great Depression, the FT’s monthly magazine How to spend it blithely informed its readers that ‘Homes are constantly borrowing bright ideas from luxury hotels.’ And went on to recommend the installation of architect-designed pool houses – which tend to go for around £3,000 per square metre.
Have you read How to spend it? If ever there was a cultural artefact which encapsulated the excess and arrogance of the boom time before the near-collapse of the British and American financial systems in 2008, then this is it. It’s a magazine aimed at the super-rich – at the sort of people who have so much money that they need advice on how they should spend it. I read it – or, at least, I read as much of it as I can before I’m engulfed with rage – because it offers an insight into a bizarre, yet incredibly powerful, world to which I will never have access. (And, frankly, life’s far too short to spend months in search of the perfect example of summer cashmere.)
Printed on glossy, A3-sized sheets of paper, it describes trends in the art market and fashion world; which yacht is de rigeur this season; where best to order bespoke jewellery; and whether or not it’s worth hiring a private chef. How to spend it is a celebration not of money – that would be vulgar – but, rather, of luxury.
In this week’s edition, Terence Conran comments in an article about his perfect weekend (which features his routine in his Georgian manor, designing furniture, and resting by his specially-altered river), that ‘luxury usually means simplicity, or easy living, rather than things that cost a lot of money.’ That Conran’s description of luxury as costing nothing is in a magazine which devotes itself to the top-end, exclusive, and incredibly expensive, is a pleasing irony. But it did make me think about how we define luxury, and particularly as regards food.
In his landmark study Sweetness and Power: The Place of Sugar in Modern History (1985), the anthropologist Sidney Mintz traces how in Britain, sugar shifted from being a luxury available only to the very wealthy, to being an affordable commodity for most people by the early nineteenth century. Yet despite this – despite the fact that sugar was cheap and consumed in large quantities by the British population, and particularly by the poor – it was still seen as a treat. It became an affordable or everyday luxury.
It was the increasing popularity and cheapness of sugar – and it gradually replaced honey as the world’s sweetener of choice – which caused the democratisation of a range of other products, and chiefly chocolate, tea, and coffee. Chocolate, once associated with ritual and celebration in pre-Columbian Mexico, was introduced as a beverage to Spain in 1527, but only took off In Europe once sugar was added to it. It became popular among the aristocracy, partly because it tasted delicious but also as a result of its supposed medicinal qualities. It became widely available at the end of the eighteenth century when imports increased and the production of solid chocolate was industrialised.
Similarly, coffee arrived in Europe via Turkey – cafes were opened in Constantinople from 1554, and the first coffee house in Paris was established in 1672 – and more efficient production, bigger imports, and the relatively new idea of sweetening coffee with sugar meant that it was popular throughout the continent by the 1700s. Tea was introduced to Britain by Catherine of Braganza, Charles II’s Portuguese wife, but it was only when someone discovered that stirring sugar into it made it less bitter, that it gained a bigger audience among the middle and upper classes. It was heavily promoted by the financially shaky East India Company, and also by the British government in the mid-eighteenth century as an alternative to alcohol. A drop in the tea price in 1784 caused the spike in British tea drinking: between 1801 and 1810, 12,000 tons of tea was drunk annually in Britain. By 1890, that soared to almost 90,000 tons.
All of these affordable luxuries – tea, sugar, coffee, and chocolate – were popularised because innovations in technology and higher yields abroad made it possible for prices to fall at home. What revolutionised the cultivation the crops was the fact that they could be grown successfully all over the world – tea was taken from south-east Asia to east Africa, coffee from Ethiopia to south-east Asia and Brazil, and chocolate from central America to west Africa and south-east Asia – and in vast plantations.
It’s little wonder that colonialism is so closely associated with the production of all of these commodities, and particularly with sugar. Not only were imperial powers, most notably the Dutch, Portuguese, and British, responsible for globalising the cultivation of these crops, but they put slaves to work on tea, coffee, and sugar plantations. The plantation system of farming – in which a single crop is farmed over a vast area – is labour intensive, and European colonisers worked their slaves, literally, to death.
In this way, slave labour allowed for the democratisation of chocolate, sugar, tea, and coffee. This is particularly ironic in the case of coffee. Coffee houses were connected to the rise of modernity in Europe. Anne E.C. McCants explains:
The expression ‘to break bread together’ now has an archaic feel to it. A proximate contemporary substitute, albeit devoid of the powerful religious significance of bread, is to ‘go out for a cup of coffee’, which is at least as much about conversation as it is about nourishment per se. Historians associate this total reorientation of the culture of food and drink with the substitution of coffeehouses for taverns; the wider dissemination of public news; trading on the stock exchange; … new arrangements of domestic and public space; [and] the ability to sustain new industrial work schedules despite their tedium….
Not only is there a connection between coffee drinking and the Enlightenment and democracy in Europe, but also between coffee, sugar, tea, and chocolate – and capitalism and consumerism. Joyce Appleby writes:
American slave-worked plantations and mechanical wizardry for pumping water, smelting metals, and powering textile factories…may seem unconnected. Certainly we have been loath to link slavery to the contributions of a free enterprise system, but they must be recognised as twin responses to the capitalist genie that had escaped the lamp of tradition during the seventeenth century. Both represented radical departures from previous practices.
Both factories and plantations took a significant capital investment to set up; both produced healthy profits which were reinvested; both relied on plentiful, cheap labour; and both introduced new work routines. Appleby describes sugar as ‘one of capitalism’s first great bonanzas’, arguing that ‘its successes also revealed the power of the profit motive to override any cultural inhibitions to gross exploitation.’
As sugar shaped the capitalist system of the eighteenth century, so it did consumerism. Demand for particular items had driven trade for hundreds of years, but it was only during the eighteenth century that widespread demand from all classes of people, and particularly in Britain where wages tended to be higher, began to fuel capitalist economies:
[A] large body of domestic consumers fuelled England’s commercial expansion and a richly elaborated material culture dependent upon the market. … New attachments to objects, a raging delight in novelties, and the pleasures of urban sociability bespoke a deep engagement with the material world that made spending seem more beneficial to the economy than did parsimony.
As Appleby implies, consumerism links a desire for things with the construction of identities. Sugar, coffee, chocolate, and tea were the first foodstuffs to be transformed into consumer goods. By no means essential to our diets, demand for them was driven by factors other than hunger: people bought them in the eighteenth and nineteenth centuries because, even though they were cheap, they represented luxury and comfort.
Food has always signified more than simply nutrition, but it’s been implicated in the rise of a consumerist society since the eighteenth century. This means that not only do consumers attach a range of new meanings to the food that we buy – we purchase food not only because we need to eat, but because of how we construct our identities as consumers of goods – but consumer demand drives the production of food. It’s for this reason that efforts to reform eating habits – either to combat lifestyle-related diseases or, indeed, to produce a more sustainable food system – have to deal with the fact that we approach food as consumers operating within a global food system.
Further Reading
Sources cited here:
Joyce Appleby, The Relentless Revolution: A History of Capitalism (New York: WW Norton, [2010] 2011).
Anne EC McCants, ‘Poor consumers as global consumers: The Diffusion of Tea and Coffee Drinking in the Eighteenth Century,’ Economic History Review, vol. 61 (2008), pp. 172-200.
Sidney W. Mintz, Tasting Food, Tasting Freedom (Boston: Beacon Press, 1996).
Sidney W. Mintz, Sweetness and Power: The Place of Sugar in Modern History (New York: Penguin, 1985).
James Walvin, Fruits of Empire: Exotic Produce and British Taste, 1660-1800 (Basingstoke and London: Macmillan, 1997).
Other sources:
K.T. Achaya, The Food Industries of British India (Delhi: Oxford University Press, 1994).
Judith A. Carney, Black Rice: The African Origins of Rice Cultivation in the Americas (Cambridge: Harvard University Press, 2001).
E.M. Collingham, Imperial Bodies: The Physical Experience of the Raj, c.1800-1947 (Cambridge: Polity Press, 2001).
Alain Huertz de Lemps, ‘Colonial Beverages and the Consumption of Sugar,’ in Food: A Culinary History from Antiquity to the Present, eds. Jean-Louis Flandrin and Massimo Montanari, English ed. by Albert Sonnenfeld (New York: Columbia University Press, 1999), pp. 383-393.
Kenneth K. Kiple and Virginia Himmelsteib King, Another Dimension to the Black Diaspora: Diet, Disease, and Racism (Cambridge: Cambridge University Press, 1981).
James E. McWilliams, A Revolution in Eating: How the Quest for Food Shaped America (New York: Columbia University Press, 2005).
Sidney W. Mintz, ‘Sweet, Salt, and the Language of Love,’ MLN, vol. 106, no. 4, French Issue: Cultural Representations of Food (Sep., 1991), pp. 852-860.
Wolfgang Schivelbusch, Tastes of Paradise: A Social History of Spices, Stimulants, and Intoxicants, trans. David Jacobson (New York: Random House, 1992).
Frank Trentmann, ‘Beyond Consumerism: New Historical Perspectives on Consumption,’ Journal of Contemporary History, vol. 39, no. 3 (Jul., 2004), pp. 373-401.
Frank Trentmann, ‘Materiality in the Future of History: Things, Practices, and Politics,’ Journal of British Studies, vol. 48, no. 2 (April 2009), pp. 283-307.
Marijke van der Veen, ‘When Is Food a Luxury?’ World Archaeology, vol. 34, no. 3, Luxury Foods (Feb., 2003), pp. 405-427.
Tangerine and Cinnamon by Sarah Duff is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
Tangerine and Cinnamon 
Mar 5
Mind Your Own
My parents moved house last week. They weren’t, though, the only inhabitants of their property to relocate. During their final few days of packing, a swarm of bees took up residence in my sister’s old tree house. Unfortunately for the bees, there was no way that they could safely establish a hive there, so my mother called Gerald the Bee Man, who put her in touch with a couple of local beekeepers. They lulled the bees into submission with smoke, and then coaxed them into a new hive over the course of two days. The queen and her underlings will spend the rest of their lives pollinating fruit trees, far away from the temptations of suburban tree houses.
Deciding to remove, rather than exterminate, errant bee colonies has implications beyond the ethics of killing animals and insects. Bees exist not only to make a cheerful buzzing in our gardens and to provide us with honey. Einstein remarked, famously: ‘if the bee disappeared off the surface of the globe, man would have only four years to live.’ Although this is something of an exaggeration, I can understand his terror at the thought of the disappearance of bees, both culturally and ecologically.
Bees are invoked, frequently, as metaphors for our societies – the way we live, the way we organise ourselves – and for how we should be. One of the most striking features of researching the Victorian period is the number of references to bees and beehives. During a debate on a new Bees Regulation Bill in the Cape Colony’s House of Assembly in July 1894, one MP objected to the legislation which, he believed, would limit beekeeping in the Cape on the grounds that bees provided the poor with an example of hard work and co-operation:
Describing colonial society as a beehive, Henry de Smidt, the Director of the Census in the Cape, argued for the inclusion of ‘idle’ children in the Census because they formed ‘an integral portion of the human hive, drones though they might be.’
Both men echoed Isaac Watts’s tremendously popular poem ‘Against Idleness and Mischief’:
(I prefer Lewis Carroll’s version, ‘How doth the little crocodile?’)
For the Victorians, the appeal of the beehive lay in its tightly organised and maintained social structure, its strict hierarchies, and its efficient productivity. It was at once a metaphor for a harmonious society and a well-run factory.
Bees are also useful for describing our often fraught relationship with nature: I think of the periodic, National Enquirer-esque hysteria around killer African bees invading the United States. I wonder if the horror of Roald Dahl’s story ‘Royal Jelly,’ where a beekeeper accidentally turns both himself and his baby daughter into bees, was reflective of wider anxieties about the implications of human tampering with nature during the early 1980s.
The decline of bees says as much about us, as it does about bees. But other than providing a series of handy, mutable metaphors, bees and, indeed, other pollinators both wild and farmed, are absolutely essential to our food chain. Alison Benjamin and Brian McCallum explain:
The disappearance of the world’s bees has significant implications for our food security. Ensuring that we have enough to eat is linked to health of our pollinators.
The decline in European bee populations began in the 1960s, but since the late 1990s, this has both accelerated and spread around the globe. Between 1985 and 2005, managed honeybee populations declined by 20 per cent across Europe, and 54% in England. In the United States, four of the main bumblebee populations have diminished by up to 96%. In Britain, three of the region’s 25 bumblebee species are now extinct, and half of the remainder have declined significantly, some by as much as 70% since the 1970s.
A paper published last month in Science
So it’s not just various species of honeybee which are dying, but bumblebees and wild bees too. So why are they disappearing?
Bees on a wall in Woodstock, Cape Town
Scientists all over the world are still trying to answer this question. Initially, the dramatic decline in bee populations from around 2005 were ascribed to a mysterious Colony Collapse Disorder – also called Marie Celeste Syndrome – where whole, apparently healthy, beehives seemed to die overnight. In 2007, a third of beehives in the US were wiped out in this manner. In the same year, ten million bees were reported to have died in just a fortnight in Taiwan. In the winter of 2007/2008, a fifth of British beehives disappeared too.
It’s unlikely that there is a single cause for CCD. A combination of factors arising from climate change, depleted habitats, decreasing biodiversity, and widespread pesticide use, have placed ever more stress on the world’s bee populations. Last year, the varroa mite was linked to the global decline in bee numbers:
The European Union has proposed a partial, two-year ban on the use of neonicotinoids on flowering crops to limit the decline of European bee populations:
The removal of the hive from my parents’ garden made me wonder to what extent CCD has affected South African bee populations. And the answer – I think – is that local bee numbers appear not to have declined as dramatically as those abroad. I’d like to qualify this statement heavily: this is the conclusion I’ve drawn after a morning’s worth of fairly thorough research. I’m not a melittologist (obviously) and I may well have missed a few vital and obvious studies.
Bees are certainly under threat in South Africa. As the South African Bee Industry Organisation notes, habitat loss and the arrival of foreign parasites have taken their toll on bee populations.
Interestingly, though, South Africa’s bees seem to be more resilient to the threat posed by the varroa mite. The mite was first identified in the Western Cape in 1997, having probably entered the country in contaminated hives offloaded at Cape Town harbour. It then spread around the country, even infecting wild bee populations. But only a small minority of bee colonies have collapsed so far.
Why? Well, local bee species may have developed ways of repelling or resisting the mite. Also, South African bees, although under increasing stress, don’t have to contend with the same range of threats as do those abroad. A 2009 survey of the density of bee populations all over the world concluded that ‘Genetic diversity and colony densities were highest in South Africa and lowest in Northern Europe’. The authors of the study suggest that these differences correlate with climate – bees in more temperate regions tend to be healthier than those that are not – but also with the fact that South African bees are able to roam across far bigger wild habitats:
Agriculture, with its pesticides and low biodiversity, seems, then, to have an impact on the health of European bee populations.
We’re already beginning to feel the impact of the decline in bee populations:
Looking at the comparative good health of South African bees suggests ways in which the global bee population could be increased. Limiting the use of pesticides, increasing habitat for bees by planting wild flowers and leaving areas of uncultivated vegetation on farms, and finding ways of preventing the spread of parasites, will all assist in encouraging healthier bee colonies. All over the world, campaigns and organisations have emerged to lobby for the protection of bees, and the coolness of urban beekeeping is linked, I’m sure, to wider concerns about declining biodiversity.
A world without bees, is a world which will struggle to feed itself.
Further reading
Alison Benjamin and Brian McCallum, A World without Bees (London: Guardian Books, 2008).
Tangerine and Cinnamon by Sarah Duff is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.